146. The technique of sampling in marketing research is the process of selecting representative units from a total
population (a sample) and being able to project the characteristics of the total population from the sample
considered.
a. True
b. False
147. In probability sampling, there is no way to calculate the likelihood that a specific element of the population being
studied will be chosen.
a. True
b. False
148. Stratified sampling may reduce some of the error that could occur in a simple random sample.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
149. In quota sampling, all elements in a population have an equal chance of appearing in the sample.
a. True
b. False
150. The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail
surveys, online surveys, and personal interviews.
a. True
b. False
151. Results of a mail survey can be misleading if there is a high non-response rate.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
152. Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.
a. True
b. False
153. A telephone survey is a good example of a completely random sample for the entire population.
a. True
b. False
154. The potential advantages of traditional mail surveys are quick response and lower cost than online surveys.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
155. The in-home (door-to-door) interview is an example of a focus-group interview.
a. True
b. False
156. Focus-group interviews are useful if the researcher is interested in observing group interaction.
a. True
b. False
157. Customer advisory boards are small groups of actual customers who serve as sounding boards for new product
ideas and offer insights into their feelings and attitudes toward a firm’s products, promotion, pricing, and other
elements of marketing strategy.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
158. An on-site computer interview is a variation of the shopping mall intercept interview.
a. True
b. False
159. One common mistake in questionnaire construction is developing the questionnaire before objectives have been
established.
a. True
b. False
160. Three types of objective questions that can be designed for questionnaires are closed questions, linkage questions,
and monochotomous questions.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
161. In observation method of research, researchers avoid direct contact with subjects and instead monitor their actions
systematically.
a. True
b. False
162. Observation may be used in combination with interviewing.
a. True
b. False
163. Marketing researchers should allow for continual evaluation of the data during the entire data collection period.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
164. The first step in drawing conclusions from most research is to rank the data according to importance.
a. True
b. False
165. Statistical interpretation focuses on what is typical or what deviates from the average.
a. True
b. False
166. The final step in the marketing research process is to assess the ethicality of the data collection phase.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
167. In general, corporate executives prefer research reports that are short, clear, and simply expressed.
a. True
b. False
168. Unethical behavior in the research process is not a major problem in the reporting of research findings.
a. True
b. False
169. A marketing information system provides an irregular and unstructured flow of information from internal sources
within the organization.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
170. In the MIS, the means of gathering data receive less attention than the procedures for expediting the flow of
information.
a. True
b. False
171. The main difference between marketing research and a marketing information system is that the MIS is an
information-gathering process for specific situations whereas marketing research provides continuous data input.
a. True
b. False
172. A database is a collection of information arranged for easy access and retrieval.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
173. Marketers can only use databases developed by other firms.
a. True
b. False
174. A marketing decision support system aids marketing managers in decision making by helping them to anticipate the
effects of certain decisions.
a. True
b. False
175. Ethical issues are a constant risk in gathering and maintaining consistently high-quality information.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
176. When conducting marketing research in another country, researchers should begin by using focus groups and other
survey methods to refine their understanding of customer needs and preferences.
a. True
b. False
177. Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing
them to a crowd, or potential market, through an open call.
a. True
b. False
178. Online focus groups gather data from large and geographically diverse groups in a less intensive manner than
focus-group interviews.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems
179. Online focus groups are more expensive than tradition sit down groups.
a. True
b. False
Chapter 4 – Marketing Research and Information Systems